drinktec 2017 // 10 Steps for guaranteed success at trade fairs

MONITORING SUCCESS
Do you want to improve each time you appear at a trade fair? Then do not leave this to chance.
Analyse what objectives you have achieved, and to what extent you have achieved these.
Only in this way you can continually optimise your activities at trade fairs and continue to build
upon your success.
KEY QUESTIONS
How do I know if I was successful?
Evaluation of your trade fair contacts is surely one of the most important sources of information. The
documentation of your meetings gives you precise information on the number and quality of meetings
at your stand. But passive contacts are also to be judged as a success. Anyone who was aware
of you at the trade fair and how they became aware of you can be determined through visitor
surveys. Further important considerations are the relation between trade fair visitors overall and your
active contacts, the number of contacts per stand employee or also the number of contacts per
target group.
Where can I compare my results?
Reliable indications of the success of your marketing instruments can only be obtained after continuous
documentation of results over many years. Further attendance information can be obtained
through data from your trade fair organiser.
How can I measure my results?
Consider your results alongside your trade fair objectives. Thus factors such as how, and to what
extent your results can be achieved are included in the planning stage. In addition, market research
measures undertaken during the trade fair can be used to obtain reliable information on the achievement
of the trade fair objectives. With visitor surveys on site or online, you can gauge the impact
made by your presentation, the level of visitors‘ satisfaction with meetings and visitors‘ willingness to
invest. „Mystery visits“ visits to analyse the service quality and benchmark analyses to test your stand
design – also in comparison to your competitors – are other effective instruments.
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